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Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship

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Author
Chang, Ching-Hung
Robinson, Leigh
Shu, Shih-Tung Shu
Shang-Chun, Ma
Date
2019-07-25
Acceptance date
2019-05-17
Type
Article
Publisher
Emerald
ISSN
1464-6668
Metadata
Show full item record
Abstract
Purpose: Customers’ innovativeness regarding services and products affects their purchase behavior. The purpose of this paper is to examine the moderation effect of fitness innovativeness (FI) (domain-specific innovativeness) and duration of stay on fitness customers’ revisit frequency. Design/methodology/approach: This is a quantitative study. The purposive sampling survey method was used to obtain samples from the Taipei Nangang Fitness Center. Data were analyzed by moderated regression analysis. Findings: The empirical results from 192 valid questionnaires that were obtained for data analysis revealed that FI has a positive impact on revisit frequency, and this impact is further increased if an individual is inclined to exercise and to stay longer at the fitness center. Originality/value: A matrix of fitness innovator segments was developed to illustrate the research and managerial implications.
Journal/conference proceeding
International Journal of Sports Marketing and Sponsorship;
Citation
Chang, C.H., Leigh, R., Shu, S.T. and Ma, S.C. (2019) 'Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship', International Journal of Sports Marketing and Sponsorship. DOI: 10.1108/IJSMS-10-2018-0107.
URI
http://hdl.handle.net/10369/10717
DOI
https://doi.org/10.1108/IJSMS-10-2018-0107
Description
Article published in International Journal of Sports Marketing and Sponsorship on 25 July 2019, available at: https://doi.org/10.1108/IJSMS-10-2018-0107.
Rights
http://www.rioxx.net/licenses/all-rights-reserved
Sponsorship
Cardiff Metropolitan University (Grant ID: Cardiff Metropolian (Internal))
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  • Sport Research Groups [1088]

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